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More recently, with the increasing demand of web services on the World Wide Web used in the Internet of Things (IoTs), there has been a growing interest in the study of efficient web service quality evaluation approaches based on prediction strategies to obtain accurate quality-of-service (QoS) values. However, it is obvious that the web service quality changes significantly under the unpredictable network environment. Such changes impose very challenging obstacles to web service QoS prediction. Most of the traditional web service QoS prediction approaches are implemented only using a set of static model parameters with the help of designer's a priori knowledge. Unlike the traditional QoS prediction approaches, our algorithm in this paper is realized by incorporating approximate dynamic programming- (ADP-) based online parameter tuning strategy into the QoS prediction approach. Through online learning and optimization, the proposed approach provides the QoS prediction with automatic parameter tuning capability, and prior knowledge or identification of the prediction model is not required. Therefore, the near-optimal performance of QoS prediction can be achieved. Experimental studies are carried out to demonstrate the effectiveness of the proposed ADP-based prediction approach.