Abstract: Disclosed herein are systems and methods for keeping records and managing allocation in advertising campaigns according to rational quantitative models. In one facet, various quantitative methods are presented to efficiently manage experimentation and reallocation of advertising resources among many opportunities, seeking the best available return on investment. In an additional facet, a number of automated tools are described that keep statistics and manipulate bids and active sets in large advertising campaigns. For instance, in one illustrative embodiment, a system is presented for calculating an estimate of the relationship between position and bid for ad sites on an ad service which defines position. In another exemplary embodiment, an ad-campaign management system is presented which includes a cost-side reporter, a revenue-side reporter, a Bayesian value generator, and a bid generator.