A system or computer usable program product for managing assets including receiving a task across a network to be performed by a set of assets, identifying a subset of assets owned by an owner, transmitting a personalized direct communication across the network to the owner, wherein the personalized direct communication requests approval for use of the subset of assets to execute the task, and responsive to receiving an approval communication across the network from the owner indicating respective approved assets from the subset of assets producing a set of approved assets, automatically transmitting a set of communications across the network to the set of approved assets for execution of the task.