Ello.ie’s Algorithm, its profiling and Auto-decision-making

At Ello.ie your privacy is what matters to us the most. It is at the core of the way we design and build the services and products just for you, so that you can fully trust them and focus on building meaningful relationships.

As part of our commitment to transparency in the way we process your information, we explain here what decision-making and profiling are, why it is at the very heart of our service and how you benefit from it.

THE DEFINITION OF  PROFILING VS AUTO DECISION-MAKING:

The GDPR (general data protection regulation) provides the following definitions:

  • Profiling:
    • Evaluating certain things about an individual, including interests, preferences or behavior, through an automated processing of personal data (e.g., using computers and algorithms to determine someone’s interests based on his or her online behavior).
  • Auto Decision-Making: 
    • Making a decision about an individual solely by automated means (i.e., using computers and algorithms only, without any human involvement in the decision-making process).

DOES ELLO.IE USE PROFILING OR AUTO DECISION MAKING?

The answer may come as a surprise but profiling and auto-decision-making are the features that are pretty much a core part of our services, without these our match making wouldn’t be very reliable or efficient in helping you build meaningful relationships and create new connections with people.

 WHY DO WE USE THOSE FEATURES?

The simple answer is to connect with other users, we use the information you provide us i.e gender and age along with information we collect from your use of the service i.e your activity on the service and your location if you allow us to collect it, with that we power our matching algorithm and recommend compatible people to you. We use the same process to recommend you to other users as well.

Its important to understand that in our matching algorithm social factors such as race, ethnicity, income and religion has no role to play.  Having said that, you can of course always change your discovery settings to filter profiles which are shown for you to view.

YOU MAY SEE ADS THAT MAYBE OF INTEREST TO YOU

Although our app is currently ads free. We may use information about you in future to show you useful and relevant ads and measure the effectiveness of these ads. We also use information about you to deliver offers and discounts tailored to your profile.

KEEPING THE BAD GUYS AT BAY

We use automated decision-making and profiling as part of our moderation efforts for removing automated annoying spamming bots which promotes the safety and security of our users by making it easier to prevent illegal and unauthorized actions from happening and to swiftly and efficiently detect and fight those actions when they happen.

This processing may lead to suspension or account closure for users who are reported to found to engage in illegal or unauthorized activities, both on and off our services, without effecting our rights to other legal actions we could take.

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