Advertisers and marketers can use the techniques of venture capitalists in evaluating new advertising platforms, technologies and tools, said online-advertising-executive-turned-venture capitalist Brian McAndrews of Madrona Venture Group at the recent iMedia Summit, as you’ll find out in this week’s New Media Minute.

That includes assessing the market opportunity, the timing and the management team of emerging advertising opportunities, she reported. This episode also includes the latest insight from interactive agency Questus on how young consumers are relying on social media to make purchase decisions.