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This review considers the application of new technologies to beef cattle and deer improvement. Many potential opportunities are linked to the concept of monitoring and then tracing the unique identity (ID) of livestock through the use of DNA methods and electronic IDs, including: identifying or confirming pedigrees; collection of field, yard or abattoir data linked to an electronic ID; marker-assisted selection using DNA and measured phenotypes; and trace-back facilities for meat products at the point of sale by matching a DNA sample taken there with one taken earlier in the abattoir. Opportunities with assisted reproduction are described, with the greatest potential payoffs being from much wider use of artificial insemination, provided that more practical and economical insemination methods can be found (especially in beef herds). Some new goal traits are considered which could become more important than at present, when applied to new production environments (e.g., selection to improve feed conversion efficiency, resistance to feed-borne toxins, resistance to nematode parasites, and deer calving earlier in the season). We conclude with a discussion of technology adoption for beef cattle and deer improvement. [ABSTRACT FROM AUTHOR]