Website and Cookie Privacy Policy

Last updated: August 26th, 2026

Cookie Policy

This Cookie Policy explains how Ello Technology, Inc. ("Ello," "we," "us," or "our") uses cookies and similar technologies to recognize you when you visit our website (the "Site"). It explains what these technologies are and why we use them, as well as your rights to control our use of them. In some cases we may use cookies to collect personal information, or information that becomes personal information if we combine it with other information.

Our Site is intended for use by adults only. In contrast, our application is designed primarily for children. To ensure a safe experience, we do not use any tracking technologies or track users for advertising purposes within the app.

What are cookies?

Cookies are small data files that are placed on your computer or mobile device when you visit a website. Cookies are widely used by website owners in order to make their websites work, or to work more efficiently, as well as to provide reporting information. Cookies may be session cookies, which are deleted when you close your browser, or persistent cookies, which remain on your device until they expire or you delete them. We and some of the services described below also use similar technologies such as localStorage and sessionStorage, which store small amounts of data in your browser until deleted.

Cookies set by the website owner (in this case, Ello) are called "first-party cookies." Cookies set by parties other than the website owner are called "third-party cookies." Third-party cookies enable third-party features or functionality to be provided on or through the website (e.g., advertising, interactive content, and analytics). The parties that set these third-party cookies can recognize your computer both when it visits the website in question and also when it visits certain other websites.

Why do we use cookies?

We use first- and third-party cookies for several reasons. Some cookies are required for technical reasons in order for our Site to operate, and we refer to these as "essential" or "strictly necessary" cookies. Other cookies enable us to understand and improve how visitors use the Site. Third parties serve cookies through our Site for advertising, analytics, and other purposes.

Web beacons

We use web beacons alone or in conjunction with cookies to compile information about your usage of the Services and interaction with emails from us. Web beacons are clear electronic images that can recognize certain types of information on your computer, such as cookies, when you viewed a particular website or Service tied to the web beacon, and a description of a website or Service tied to the web beacon. For example, we may place web beacons in marketing emails that notify us when you click on a link in an email that directs you to one of our websites. We also use web beacons to operate and improve our Services and our email communications. In many instances, these technologies are reliant on cookies to function properly, and so declining cookies will impair their functioning.

Log files

As is true of most websites, we gather certain information automatically to analyze aggregate trends and administer the Services. This information may include your IP address (or the proxy server you use to access the World Wide Web), browser type, pages and files viewed, operating system, actions taken within our Services, and date/time stamps associated with your usage.

Types of cookies we use

Note: These cookies are used only on our adult-facing website. We do not use them in our child-facing app.

Essential cookies. These cookies are strictly necessary to provide you with services available through our Site and to use some of its features, such as access to secure areas. These include the record of your cookie-banner choice (stored in your browser) and, if you turn off location-based redirects, a preference cookie that remembers that choice.

Performance and functionality cookies. These cookies are used to enhance the performance and functionality of our Site but are non-essential to their use. However, without these cookies, certain functionality may become unavailable.

Analytics and customization cookies. These cookies collect information that is used either in aggregate form to help us understand how our Site is being used or how effective our marketing campaigns are, or to help us customize our Site for you.

The third-party services we use - advertising partners

Non-essential cookies and tracking technologies are only activated after you accept them in our banner.

When enabled, these tags share your IP address, device and browser information, the pages you visit, actions you take, and an identifier stored in your browser with the partners.

Meta Pixel: We use Facebook Pixel on our website to understand how effective our Facebook ads are for statistical and market research purposes. When you click on one of our ads on Facebook and visit our site, Facebook Pixel helps us track what actions you take such as visiting a page or signing up. When you arrive from a Meta ad, we may also send conversion information, such as your ad click ID, to Meta through its server-side Conversions API, subject to the same consent choices. The data collected in this way is anonymous to us, i.e., we do not see the personal data of individual users. However, Facebook may link this information to your Facebook account and also use it for its own promotional purposes. You can learn more about how Facebook uses data in its Privacy Policy at https://www.facebook.com/about/privacy/ and manage your ad settings at https://www.facebook.com/settings?tab=ads.

TikTok Pixel. We use the TikTok Pixel on our website to measure the performance of our TikTok advertising. When you visit our Site after seeing or clicking a TikTok ad, the pixel helps us track what actions you take, such as visiting a page or starting a sign-up. TikTok may link this information to your TikTok account and use it for its own purposes. You can learn more in TikTok's Privacy Policy at https://www.tiktok.com/legal/privacy-policy and manage your ad settings in the TikTok app.

Google Ads. We use Google conversion and remarketing tags on our website to measure the results of our Google advertising and to show Ello ads to adults on Google properties and partner sites. You can manage the ads you see and turn off ad personalization at https://myadcenter.google.com.

Google Analytics. We use Google Analytics to understand how visitors engage with the Site. It uses cookies to collect information about Site usage, which is compiled into reports on overall trends rather than identifying individual visitors. You can opt out of Google Analytics across all websites by installing Google's browser add-on at https://tools.google.com/dlpage/gaoptout.

Google Tag Manager. We use Google Tag Manager to load and manage the advertising and analytics tags described below. Tag Manager itself does not collect analytics data about you, but when it loads, your browser sends a request to Google that includes technical information such as your IP address. Tag Manager only loads after you accept non-essential cookies in our banner.

AppsFlyer. We use AppsFlyer, a mobile measurement and attribution service, to understand which of our ads lead people to download the Ello app. When you click one of our ads (for example, on Facebook or Instagram), you may be routed through an AppsFlyer link before being redirected to the App Store or Google Play. When this happens, AppsFlyer collects information about your click, including your IP address, browser and device type, the time of the click, and the ad campaign you came from. If you then install the Ello app, AppsFlyer uses this information, together with technical information from your device, to estimate which ad led to your install. AppsFlyer processes this information on our behalf to measure the effectiveness of our advertising to parents. It is not used to advertise to or track children, and no advertising or attribution technology operates on a child's in-app experience.

Service providers we use - essential services

Separately from the advertising partners above, we use a small number of service providers to run the Site itself. These process limited technical data (such as your IP address) on our behalf, do not build advertising profiles, and do not use your data for their own purposes. Because the Site cannot function without them, they cannot be switched off.

Site analytics (Vercel). We use Vercel Web Analytics, a privacy-focused tool, to count visits and understand which pages are used. It sets no cookies and does not track you across websites or over time — visitors are counted using an anonymous identifier that resets every day. The data is used only for our own statistics, never for advertising.

Error monitoring (Sentry). If something breaks on the Site, technical details of the error (browser type, page, what went wrong) are sent to Sentry so we can fix it. This is not used to identify or track you and sets no cookies.

Waitlist forms (Heyflow). Our waitlist form is provided by Heyflow, which processes the information you enter, along with technical data like your IP address and saved form progress in your browser, in order to operate the form.

Hosting and content delivery (Vercel, Sanity). Like all websites, our hosting and content providers process your IP address to deliver pages to your browser.

How can I control cookies?

You have the right to decide whether to accept or reject cookies in a number of ways:

You can exercise your cookie rights by opting out of cookies in the banner that appears when you visit our site.

You can also exercise your cookie rights at any time by setting your preferences in our Privacy Preference Center at the bottom of this page, where you can also see your current cookie preferences. Essential cookies cannot be rejected as they are strictly necessary to provide you with services.

You can also instruct your browser (Chrome, Firefox, Safari, etc.) to refuse all cookies or to indicate when a cookie is being sent. As the means by which you can refuse cookies through your web browser controls vary from browser to browser, you should visit your browser's help menu for more information.

If you choose to reject cookies, you may still use our website though your access to some functionality and areas of our website may be restricted.

When you make a choice in our cookie banner, we keep a record of it — including the date, your browser type, and your IP address — so we can honor your choice and demonstrate compliance.

Do Not Sell or Share My Personal Information

Some of the advertising technologies described above involve sharing information with third parties in ways that may be considered a "sale" or "sharing" of personal information, or "targeted advertising," under certain U.S. state privacy laws. Depending on where you live, you may have the right to opt out of these activities. To do so, visit our Privacy Preference Center at the bottom of this page or contact us at support@ello.com.

Global Privacy Control. If you visit our Site with the Global Privacy Control (GPC) signal enabled in your browser, we will treat this as a request to opt out of the sale or sharing of personal information for that browser and device.

How often will you update this Cookie Policy?

We may update this Cookie Policy from time to time in order to reflect, for example, changes to the cookies we use or for other operational, legal, or regulatory reasons. Please therefore revisit this Cookie Policy regularly to stay informed about our use of cookies and related technologies. The date at the top of this Cookie Policy indicates when it was last updated.

Where can I get further information?

If you have any questions about our use of cookies or other technologies, please email us at support@ello.com.

Version Log

Previous version of our Website & Cookie Privacy Policy: ello.com/legal/website-privacy-policy-april-21-2026

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