Privacy Policy

Data Protection and Privacy Policy

These policies apply to the following domains: https://ella.novella.io & https://novella.io

Welcome to the website (“Site”) or the Ella by Novella mobile application or web application (each, the “App”) operated by Novella AI, Inc. (the “Company”).

The following Data Protection and Privacy Policy applies when you use the Site or the Apps. Since most of the same terms apply to both, the term "Site" is often used in these Terms to refer to both the Site and Apps.

The Site provides the Service as explained in our Terms of Use.

We respect and protect the privacy of our Site users. This Data Protection and Privacy Policy (“Policy”) explains how we collect and use your information and is part of our Terms of Use when you use our Site.

Your Consent

By using our Site, you consent to our Data Protection and Privacy Policy. If you don’t agree, please don’t use our Site.

Definitions

Company

“Company” means Novella AI, Inc, 4100 West Alameda Avenue, Suite 300 - #1216, Burbank, California 91505.

GDPR

“GDPR” means the General Data Protection Regulation Act. (This is a law that applies in the European Economic Area (EEA).

Data Controller

“Data Controller” means the natural or legal person who (either alone or jointly or in common with other persons) determines the purposes for which and the manner in which any personal information are, or are to be, processed. The Company is the Data Controller for the personal data you submit via the Site.

Data Processor

“Data Processor” means any natural or legal person who processes the data on behalf of the Data Controller.

Data Subject

Data Subject is any living individual who is using our Site.

Principles for Processing Personal Data

Our principles for processing personal data under the GDPR are:

• Fairness and lawfulness. When we process personal data, the individual rights of the Data Subjects must be protected. All personal data must be collected and processed in a legal and fair manner.

• Restricted to a specific purpose. The personal data of Data Subject must be processed only for specific purposes.

• Transparency. The Data Subject must be informed of how his/her data is being collected, processed and used.

• Accuracy. We take reasonable steps to ensure that personal data will be accurate, and that any mistakes are rectified or erased without delay.

• Storage Limitation. We will not keep personal data for longer than we need it. (However, we may keep anonymized data for an indefinite term.)

• Confidentiality and Integrity. We use appropriate measures to maintain the confidentiality and integrity of personal data.

What information do we collect?

When you register for the Service you'll be asked to provide certain information about yourself, such as your name, email address, and birthday.

Chrome Extension Data Collection:

When using the Ella browser extension, we request access to the content of the active tab (<all_urls>). This is used solely to enable "Contextual Generation," allowing the extension to read text or media from your current tab to assist in video creation. We do not track your browsing history or collect data from websites unless you explicitly engage the Ella sidebar. To provide high-performance editing, the extension may periodically download assets or model weights from trusted repositories like Hugging Face; these are executed locally within the extension's sandbox and do not transmit user data back to the repository.

If you sign up via a social network or a third-party site like Google or Auth0, your agreement (and our access to your information) takes place when you instruct, accept, or allow such site to register you for the Site or otherwise connect you to the Site. We will collect such information as you allow based on your social media or other account settings and the policies of the third-party site. We may also collect information to verify your third-party site credentials.

We and our third-party service providers may collect certain information about your use of our Site. For example, we may collect and/or use:

• Log information (including your IP address, browser type, Internet service provider, referring and exit pages, operating system, dates/time of access, and related data)

• Information collected by cookies and tracking pixels (as discussed below)

• Web beacons (also called "Internet tags" or "clear gifs"; used to count visitors to our Site and which pages were viewed and links clicked)

• Embedded scripts (code temporarily downloaded onto your device to collect information about your interactions with the Service and thereafter deleted or deactivated)

Information Sent by Your Mobile Device We collect certain information that your mobile device sends when you use our App, like a device identifier, user settings and the operating system of your device, as well as information about your use of our App and Services.

Location Information When you use our App, we may collect and store information about your location by converting your IP address into a rough geo-location or by accessing your mobile device’s GPS coordinates or coarse location if you enable location services on your device. We may use location information to improve and personalize our Services for you. If you do not want us to collect location information, you may disable that feature on your mobile device.

Push Notifications We may request to send you push notifications regarding your account or the Services. You must opt-in to receive such notices. If you wish to opt-out from receiving these types of communications, you may turn them off in your device’s settings.

Where do we store your information?

Ella provides a multi-tier storage model for your generated videos, project files, and personal data:

• Local Storage: Files may be stored locally on your device via the chrome.storage API or local file system. This data remains on your machine and is not accessible by the Company.

• Google Drive: If authorized, Ella uploads files directly to your personal Google Drive. We use the drive.file scope, meaning we only access files created or opened by the Ella App.

• Ella Cloud Storage: If you choose our cloud export, your files are stored via the Backblaze B2 infrastructure.

• Company Servers & Infrastructure: General account information may be stored on our own servers or in servers owned by third-party cloud storage providers (e.g., AWS, Google Cloud, Microsoft Azure, and Alibaba Cloud).

Third-party storage providers may not use your information except as provided in this Privacy Policy.

How do we use your information?

Information we collect from you might be used:

• To verify your identity when you return to the Site

• To provide you with Services

• To charge you for Services

• To notify you about changes to our Site and Services

• To gather analysis or other information to improve our Site and Services

• For marketing purposes

• To respond to your messages and comments

• To provide customer support

• To detect, prevent, and address technical issues

• To send you technical notices

Google API Limited Use Disclosure

Ella's use and transfer of information received from Google APIs to any other app will adhere to the Google API Services User Data Policy, including the Limited Use requirements. We do not sell your Google user data to third parties or use it for serving advertisements.

Legal Basis for Collecting and Processing Personal Data

Our legal basis for collecting and using the personal data described in this Policy depends on the personal data we collect and the specific context in which we collect the information:

• We need to perform a contract with you.

• You have given us permission to do so.

• Processing your personal data is in our legitimate interests.

• We need to comply with the law.

Please be aware that if you do not provide personal data we may be unable to provide some Services to you.

Do we use cookies or tracking pixels?

Yes.

Cookies are small files that include an anonymous unique identifier. Cookies let us recognize your browser and remember certain information about you in order to personalize your experience of our Site.

We also use cookies to compile aggregate data about traffic to our Site so that we can improve our Site and Site.

We may use both persistent and session cookies. Persistent cookies remain on your computer after you close your session and until you delete them; session cookies expire when you close your browser.

A tracking pixel is a tiny pixel-sized image that allows us to track your Site visits, advertising impressions, and other types of Internet activity. It's also sometimes called a web bug, beacon, or page tag.

Do We Use Google Ads or other remarketing methods?

Yes.

We may use the Google Ads remarketing service to advertise on third party websites (including Google) to previous visitors to our Site. It could mean that we advertise to previous visitors who haven’t completed a task on our site, for example using the contact form to make an inquiry. This could be in the form of an advertisement on the Google search results page, or a site in the Google Display Network.

Third-party vendors, including Google, use cookies to serve ads based on someone’s past visits to our Site. Any data collected will be used in accordance with our own privacy policy and Google’s privacy policy.

You can set preferences for how Google advertises to you using the Google Ad Preferences page.

Do we use Google Analytics?

Yes.

Users who visit the Site and have JavaScript enabled are tracked through Google Analytics. Google Analytics collects information anonymously and reports website trends to us without identifying individual visitors. Google Analytics collects a variety of information from users, including the Internet protocol (IP address) that is used to connect your computer to the Internet (which it does not report to us), your Internet service provider (ISP), browser type, type of operating system, the full Uniform Resource Locator (URL) clickstream to, through, and from our Site, including date and time, cookie, the length of time you spend on particular pages, which links you click while on our Site, and similar Site visit information. Google Analytics data is shared with Google.

For more information on Google Analytics or to opt-out of having your information shared through Google Analytics, visit: http://www.google.com/intl/en/analytics/privacyoverview.html.

For more information on Google’s privacy policy, visit http://www.google.com/intl/en/policies/privacy/.

We use this information to make our Site easier to find on the Internet and to improve our Site by learning which pages and features are interesting to our visitors. We treat this information as non-personal information and do not attempt to connect it to personally identifiable information, except as otherwise required by law.

Do we transfer your data to other countries?

No.

How do we respond to "Do Not Track" signals?

We may track your browsing behavior to better tailor suggestions and information for you.

Some third-party sites also keep track of your browsing activities when they serve you content, which enables them to tailor what they present to you.

You can opt out of certain tracking by adjusting the settings on your browser. However, many websites (including the Site) may not respond to such signals.

There are also browser extensions that may block tracking. Again, they may not be effective in all cases.

How long do we store your information?

We will retain your personal information only for as long as is necessary for the purposes set out in this Policy.

We will retain and use your information to the extent necessary to comply with our legal obligations, resolve disputes, and enforce our policies.

We intend to store some of your information indefinitely.

What about links to other websites?

We may provide links to or compatibility with other websites. However, we’re not responsible for the privacy practices employed by those websites or the information or content they contain.

How do we protect your information?

We use Site-appropriate physical, electronic, and other procedures to safeguard and secure the information we collect. However, please be aware that the Internet is an inherently unsafe environment, and that hackers are constantly working to defeat security measures.

Thus, we cannot guarantee that your information will not be accessed, disclosed, altered or destroyed, and you accept this risk.

How can you protect your information?

We urge you to take steps to keep your personal information safe by not sharing it with others or posting it online.

Do we disclose any information to outside parties?

We do not sell, trade, or otherwise transfer to outside parties your Personally Identifiable Information (PII) for commercial or marketing purposes.

AI Processing Partners:

To fulfill video generation requests, user-provided prompts or media may be processed by specialized third-party AI partners. These include OpenAI, Runway, Luma Labs, Fal.ai, Kling AI, Recraft, PixVerse, Vidu, Black Forest Labs (BFL), Hugging Face, and MiniMax. We ensure our API agreements with these partners specify that user data provided through Ella is not used to train their public AI models.

We may share your PII with third-party processors, which can include:

• Payment processors

• Providers of email management and distribution tools

• Providers of security and fraud prevention services

• Providers of data aggregation and analytics software

We will, if required by a valid court order, provide your personal information in a civil or criminal proceeding.

We will not share any PII that we have collected from or regarding you except as described below.

Information Disclosed in Connection with Business Transactions. If we are acquired by a third party as a result of a transaction such as a merger, acquisition or asset sale or if our assets are acquired by a third party in the event we go out of business or enter bankruptcy, some or all of our assets, including your PII, may be disclosed or transferred to a third-party acquirer in connection with the transaction.

Information Disclosed for Our Protection and the Protection of Others. We cooperate with government and law enforcement officials or private parties to enforce and comply with the law. We may disclose any information about you to government or law enforcement officials or private parties as we, in our sole discretion, believe necessary or appropriate: (i) to respond to claims, legal process (including subpoenas); (ii) to protect our property, rights and safety and the property, rights and safety of a third party or the public in general; and (iii) to stop any activity that we consider illegal, unethical or legally actionable activity.

Sub-processors

The Company works with certain third parties to provide specific functionality within the Site. By using the Site, you also authorize the engagement of these third parties as sub-processors of your data. If you object to the sub-processors’ handling of your data on the terms indicated at the links, please terminate your use of the Site.

You may contact these sub-processors directly to have any information they store about you erased.

We may update our list of sub-processors by posting that information in this privacy policy. Please check back for updates.

Not Intended for Children

Our Site is not intended for children under the age of 18. We do not knowingly or specifically collect information from or about children under the age of 18.

Notice for Minors

If you are under the age of 18, and If our Site publicly displays your content, at any time you can delete or remove your content using the deletion or removal method within our Site. If you have questions about how to remove your content, or you need assistance, you can contact us at info@novella-ai.com. Although we offer deletion capability, you should be aware that your removal of your content may not ensure complete or comprehensive remove the content or information posted through the Site, especially if it has been shared by others. Also, there may be circumstances in which the law does not require or allow removal even if requested.

Data Protection Rights

If you are a resident of the European Economic Area (EEA), you have certain data protection rights. If you wish to be informed what personal data we hold about you and if you want it to be removed from our systems, please contact us at info@novella-ai.com.

In certain circumstances, you have the following data protection rights:

• The right to be informed of your rights

• The right to access, update or to delete the information we have on you

• The right of rectification (to correct mistakes)

• The right to erasure (known as “the right to be forgotten”)

• The right to restrict processing of your data

• The right to data portability

• The right to withdraw consent

If you are resident in the European Economic Area and you believe we are unlawfully processing your personal information, you also have the right to complain to your local data protection supervisory authority. You can find their contact details here: http://ec.europa.eu/justice/data-protection/bodies/authorities/index_en.htm.

Withdrawing Consent

If you wish to withdraw your consent to process your personal data, please contact us at info@novella-ai.com. If you withdraw your consent, this will not make processing which we undertook before you withdrew your consent unlawful.

Changes to our Privacy Policy

If we decide to change our Privacy Policy, we will post those changes on this page. We may also, but are not required to, send you an email notice.

CCPA Notice for California Residents These Additional California Privacy Disclosures (the “CA Disclosures”) apply solely to individual residents of the State of California (“consumers” or “you”).

This notice confirms that Company will act as a Service Provider as such term is defined in the California Consumer Privacy Act, Cal. Civ. Code §§ 1798.100 et seq. and implementing regulations (the “CCPA”). We will collect, access, maintain, use, process and transfer personal information, as that term is defined by the CCPA (“CCPA Personal Information”) solely for the purpose of performing our obligations under our Terms of Use and as further described herein, on your behalf and for no commercial purpose other than the performance of such obligations.

We shall not sell, disclose, release, transfer, make available or otherwise communicate any CCPA Personal Information to any third party without your prior written consent. Notwithstanding the foregoing, nothing shall restrict our ability to disclose CCPA Personal Information (i) to a Subcontractor for a business purpose pursuant to a written agreement to protect CCPA Personal Information in the same manner as provided herein, (ii) to a third party as necessary to comply with applicable laws, or (iii) as otherwise permitted by the CCPA.

We will delete and permanently destroy CCPA Personal Information (i) upon your written request, and (ii) upon termination of this Agreement. We shall remain responsible for compliance with our obligations to protect CCPA Personal Information in accordance with this notice and our Privacy Policy and will be liable to you for the acts or omissions of any subcontractor or other third party to whom we have disclosed or permitted to access CCPA Personal Information as if they were our acts or omissions.

These CA Disclosures provide additional information about how we collect, use, disclose and otherwise process personal information of individual residents of the State of California, either online or offline, within the scope of the California Consumer Privacy Act of 2018 (“CCPA”). Unless otherwise expressly stated, all terms in these CA Disclosures have the same meaning as defined in our Privacy Policy or as otherwise defined in the CCPA.

Personal Information Disclosures

When we use the term “personal information” in these CA Disclosures, we mean information that identifies, relates to, describes, is reasonably capable of being associated with, or could reasonably be linked, directly or indirectly, with a particular consumer or household.

For the purposes of these CA Disclosures, personal information does not include:

• Publicly available information from government records.

• Deidentified, aggregated or anonymized data (not capable of being associated with or linked to you).

• Information relating to our job applicants, employees, contractors and other personnel of Company, which is not governed by these CA Disclosures.

• Information excluded from the CCPA's scope, such as: (i) Health or medical information covered by the Health Insurance Portability and Accountability Act of 1996 (HIPAA) and the California Confidentiality of Medical Information Act (CMIA) or clinical trial data; (ii) Information covered by certain sector-specific privacy laws, including the Fair Credit Reporting Act (FRCA), the Gramm-Leach-Bliley Act (GLBA) or California Financial Information Privacy Act (FIPA), and the Driver's Privacy Protection Act of 1994.

Collection and Use of Personal Information

We collect various categories of personal information in connection with our services. Please review the rest of our Privacy Policy to learn more about the personal information we collect.

In the last 12 months we have collected the following categories of personal information:

• Identifiers, such as name, address, email address, account information or other similar identifiers. These are collected directly from you, our business partners and affiliates, your browser or device and third parties you direct to share information with us.

• Commercial Information, such as information about products or services purchased or considered and your use of our services. These are collected directly from you, and third parties you direct to share information with us.

• Internet/Network Information, such as log data and analytics data (including your usage and activity on our website). These are collected from your browser or device.

• Geolocation Data, such as your general geographic location based on the log data. These are collected from your browser or device.

• Professional/Employment Information, such as current occupation, job title, company/employer, industry and employment history, if you apply for a job with the Company. These are collected directly from you and third parties you direct to share information with us.

• Other Personal Information, such as messages or requests you provide to us directly or through a third-party service, such as social media. These are collected directly from you, our business partners and affiliates, and third parties you direct to share information with us.

• Inferences, including information generated from your use of our websites reflecting your preferences. These are collected from your browser device, and form information generated or derived from the personal information described above.

The business purpose for the information collected as above is as follows:

(i) To provide you with and manage access to our products and services, audit the transactions in our platform and manage the relationship with our users;

(ii) To communicate with you, including via email, push notification and/or social media;

(iii) To operate, evaluate, secure and improve our business;

(iv) To enhance our products and services;

(v) To recognize you and remember your information when you return to our website and services;

(vi) To develop and carry out marketing campaigns and activities;

(vii) For debugging existing intended functionality;

(viii) For testing, training, research, analysis and product development, including to develop and improve our products and services;

(ix) To detect and protect against security events;

(x) To defend, protect or enforce our rights or applicable terms of service;

(xi) To comply with legal process and our legal obligations; and

(xii) As otherwise provided in our agreements with you.

Disclosure of Personal Information

In the last 12 months, we have not sold personal information about you, but we have disclosed all of the categories of personal information we collect, explained in the table above, to our affiliate and to third parties for a business purpose.

Recipients of Personal Information

As described above, we share personal information with a variety of third parties for business purposes.

Your California Privacy Rights

As a California resident, you may be able to exercise the following rights in relation to the Personal Information about you that we have collected (subject to certain limitations at law):

The Right to Know

You have the right to request any or all of the following information relating to the personal information we have collected about you or disclosed in the last 12 months, upon verification of your identity:

• The specific pieces of personal information we have collected about you;

• The categories of personal information we have collected about you;

• The categories of sources of the personal information we have collected about you;

• The categories of personal information that we have disclosed about you to third parties for a business purpose, and the categories of recipients to whom this information was disclosed;

• The categories of personal information we have sold about you (if any), and the categories of third parties to whom this information was sold; and

• The business or commercial purposes for collecting or, if applicable, selling personal information about you.

The Right to Request Deletion

You have the right to request the deletion of personal information that we have collected from you, subject to certain exceptions.

The Right to Opt Out of Personal Information Sales

You have the right to direct us not to sell personal information we have collected about you to third parties now or in the future.

If you are under the age of 16, you have the right to opt in, or to have a parent or guardian opt in on your behalf, to such sales.

The Right to Non-Discrimination

You have the right not to receive discriminatory treatment for exercising any of the rights described above.

However, please note that if the exercise of the rights described above limits our ability to process personal information (such as in the case of a deletion request), we may no longer be able to provide you our products or services or engage with you in the same manner.

How to Exercise Your California Privacy Rights

To Exercise Your Right to Know or Right to Deletion

To exercise your right to know and/or right to deletion, please submit a request by: (i) emailing info@novella-ai.com with the subject line “California Rights Request”; or (ii) filling out our California Resident Rights Request Form.

We will need to verify your identity before processing your request. To verify your identity, we will generally either require the successful login to your account or the matching of sufficient information you provide us to the information we maintain about you in our systems. Although we try to limit the personal information collected in connection with a request to exercise the right to know and/or the right to deletion, certain requests may require us to obtain additional personal information from you. In certain circumstances, we may decline a request to exercise the right to know and/or right to deletion, particularly where we are unable to verify your identity.

To Exercise Your Right to Opt Out of Personal Information Sales

As noted above, we do not “sell” personal information as most people would typically understand that term. However, we do allow certain third-party partners and providers to collect information about consumers directly through our services for purposes of analyzing and optimizing our services and ads, providing content and ads that are more relevant, measuring statistics and the success of ad campaigns, and detecting and reporting fraud. To the extent this practice is interpreted to constitute a “sale” under the CCPA, please see above for more information including how you may be able to exercise your rights to opt-out of cookies, analytics and personalized advertising.

Updates to These CA Disclosures

We will update these CA Disclosures from time to time. When we make changes to these CA Disclosures, we will change the "Last Updated" date at the beginning of these CA Disclosures. If we make material changes to these CA Disclosures, we will notify you by email to your registered email address, by prominent posting on our online services, or through other appropriate communication channels. All changes shall be effective from the date of publication unless otherwise provided in the notification.

Contact Us

If you have questions about our Privacy Policy, please contact us at info@novella-ai.com.

Cookie Policy

The Cookie Policy explains how we use cookies to enhance your experience, analyze site traffic and deliver personalised content.

This cookie policy explains how we use cookies in the Novella software, platform(s), website(s), application(s) or services (the Novella Services).

What is a cookie?

A cookie is a file containing an identifier (a string of letters and numbers) that is sent by a web server to a web browser, and stored by the browser. The identifier is then sent back to the server each time the browser requests a page from the server. This enables the web server to identify and track the web browser.

What cookies do we use?

We use the following cookies:

• Strictly necessary cookies. These are cookies that are required for the operation of the Novella Services. These essential cookies are always enabled because Novella Services won’t work properly without them. They include, for example, cookies that enable you to log into access-controlled areas of the Novella Services. You can switch off these cookies in your browser settings but you may then not be able to access all or parts of the Novella Services.

• Analytical or performance cookies. These allow us to recognise and count the number of users and to see how they make use of the Novella Services. This helps us to improve the way the Novella Services work.

• Functionality cookies. These are used to recognise you when you return to the Novella Services. This enables us to personalise the Novella Services for you and remember your preferences.

• Targeting cookies. These cookies record your visits to the Novella website, the pages you have visited and the links you have followed. We will use this information to make our website and any advertising displayed on it more relevant to your interests.

Disabling all cookies

However, you may prefer to disable cookies on our website and on others. The most effective way to do this is to disable cookies in your browser. We suggest consulting the Help section of your browser or taking a look at the About Cookies website which offers guidance for all modern browsers.

However, if you use your browser settings to block all cookies (including essential cookies) you may not be able to access all or parts of our website.

If you have any questions or concerns about our use of cookies, please send us an email at info@novella-ai.com.