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From considerations such as the current competition for a particular keyword, to the anticipation of a seasonal rush, only a model, capable of dealing with multiple scenarios, would be able to ensure optimal bidding strategies on a continuous basis.
A number of experiments revealed nothing more than the inadequacy of those mathematical models we put to the test. Forced to search further afield we came upon a method that is used by hedge fund managers trying to solve difficult pricing models. Grounded in statistical theory, Monte Carlo simulation, used in contexts as divergent as bingo and high energy physics, turned out to be the best solution available.
The experience we have had, and the expertise we have developed, in applying Monte Carlo Simulation to these problems constitutes our key competitive advantage in the industry
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