A controller directs the operation of an air pollution control (APC) system performing a process, having one or more controllable operating parameters, to control emissions of a pollutant. An interface receives financial data associated with the operation of the APC system. A control processor determines a target set point of each of at least one of the one or more controllable operating parameters that will maximize profits or minimize losses from the operation of the APC system, based on the received financial data. The control processor also directs control of each of the at least one controllable operating parameter based on the determined target set point for that parameter.