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: loading web pages for the web sites into a browser, regular expression matching source code of the web pages to predetermined criterion, identifying the potential creative URL from the source code of the web pages that matches the predetermined criterion, and retrieving the potential creative URL that matches the predetermined criterion; data storage storing creative URLs, wherein the stored creative URLs include URLs previously retrieved by the scanning server; and an online content collection server analyzing the retrieved potential creative URL, wherein the analyzing comprises: determining whether the retrieved potential creative URL is a redirect URL; in response to determining the retrieved potential creative URL is a redirect URL, determining the redirect URL is invalid if the redirect URL matches one of the stored creative URLs previously retrieved by the scanning server; and in response to determining the retrieved potential creative URL is not a redirect URL, identifying a creative associated with the retrieved potential creative URL, determining whether the creative includes an image or an object associated with multimedia; in response to determining the creative includes the image, analyzing pixels of the image to determine an image width and an image height in terms of pixels of the image; in response to determining the width and height of the image is greater than a threshold of a predetermined number of pixels for each of the width and height, determining the retrieved potential creative URL is valid and, storing the retrieved potential creative URL as a valid creative URL in the data storage; and in response to determining the creative includes the object associated with multimedia, determining a width and height of the object from a tag embedded in the source code, determining if the width and the height of the object is greater than the threshold of the predetermined number of pixels for each of the width and height, and storing the retrieved potential creative URL as a valid creative URL in the data storage if the width and the height of the object is greater than the threshold.