SMITH BRAIN TRUST — There’s no question that internet advertising is increasingly vital for business survival. The question is: Where do you start? And how can you be sure that your advertising dollars are reaching the right audience?

A new algorithm adds transparency to the process, while helping campaign managers optimize results.

For firms advertising online, is it better to target audiences with specific interests or aim for the widest possible reach? In new research, the Smith School's Courtney Paulson develops a method to compute how to optimize both goals.