1. An online content collection system comprising: a scanning server to scan web sites to retrieve a potential creative uniform resource locator (URL), wherein the scanning and retrieving comprises: parsing web pages for the web sites, identifying a potential creative URL from the parsed web pages that matches a predetermined criterion for retrieving potential creative URLs, and retrieving the potential creative URL that matches the predetermined criterion; data storage storing creative URLs; and an online content collection server analyzing the retrieved potential creative URL, wherein the analysis comprises: determining whether the retrieved potential creative URL has been seen before by comparing the retrieved potential creative URL against the creative URLs stored in the data storage, and determining whether the retrieved potential creative URL points to a creative if the retrieved potential creative URL has been seen before.