Prior design is one of the most important problems in both statistics and machine learning. The cross validation (CV) and the widely applicable information criterion (WAIC) are predictive measures of the Bayesian estimation, however, it has been difficult to apply them to find the optimal prior because their mathematical properties in prior evaluation have been unknown and the region of the hyperparameters is too wide to be examined. In this paper, we derive a new formula by which the theoretical relation among CV, WAIC, and the generalization loss is clarified and the optimal hyperparameter can be directly found. By the formula, three facts are clarified about predictive prior design. Firstly, CV and WAIC have the same second order asymptotic expansion, hence they are asymptotically equivalent to each other as the optimizer of the hyperparameter. Secondly, the hyperparameter which minimizes CV or WAIC makes the average generalization loss to be minimized asymptotically but does not the random generalization loss. And lastly, by using the mathematical relation between priors, the variances of the optimized hyperparameters by CV and WAIC are made smaller with small computational costs. Also we show that the optimized hyperparameter by DIC or the marginal likelihood does not minimize the average or random generalization loss in general.