Asana helps teams orchestrate their work, from daily tasks to strategic initiatives, enabling organizations to move faster and achieve their goals with clarity and accountability.
Last updated Feb 8, 2026
Leading work management platform competing with Monday.com, Atlassian, and Microsoft in the collaboration software space
Asana is not an AdTech company. It is a work management and collaboration platform founded in 2008 by Dustin Moskovitz and Justin Rosenstein, both former Facebook engineers. The company provides software-as-a-service that helps teams organize, track, and manage their work through project management tools, task assignments, timelines, and workflow automation. Asana serves organizations across various industries to improve productivity and team coordination. Asana went public in September 2020 via a direct listing on the New York Stock Exchange under the ticker symbol ASAN. The platform competes in the work management and collaboration software market against companies like Monday.com, Atlassian (Jira/Trello), Microsoft (Project/Planner), and Smartsheet. While Asana is not part of the advertising technology ecosystem, it may be used by marketing and advertising teams for project management purposes, but it does not provide advertising-specific technology, ad serving, programmatic advertising, or other core AdTech functionalities.
Core platform for organizing tasks, projects, and workflows
Strategic planning and goal tracking aligned with company objectives
High-level view of multiple projects and initiatives
Resource management and capacity planning
Gantt-style project timeline visualization
Workflow automation through rules and custom triggers
Intake forms for standardizing work requests
Custom dashboards and analytics