Sanjay Shukla

My first brand deal was as a freshman at UCLA, repping Frank’s RedHot — before “influencer” was a job title, before making money online for being yourself was a thing you could plan on. There was no platform, no rate card, no attribution. Just a brand betting that a real person who actually liked the product would be worth more than another ad.

They were right. They just could never prove it.

An entire ad-tech industry later, the proof problem still isn’t solved — it’s been papered over with view counts. Brands pay for reach and hope; creators get lowballed because nobody can show what they’re actually worth; and the most valuable thing on the internet — a real person’s genuine endorsement — trades at the price of a banner ad.

I believe attention should be back in the hands of real, authentic people, backed by brands they endorse and trust. dorse is that belief with the proof attached: creators pick the brands and set their rates, brands see revenue per creator on rails they own, and the word of a trusted person gets priced like what it is.

I’m a professional software engineer, and I built the attribution plumbing myself — it’s all published here, including what it can’t see. If you’re a creator vetting us, this page was written for you. And if you just want to talk to the human: I answer my own email.