This may not sound like a significant problem, but many websites and advertising networks use this information to keep track of individuals and their browsing habits. The websites that you visit tell a very detailed story about who you are and what you are interested in. By working this information backward, advertising networks such as Google and Facebook are able to build a very detailed profile of people and serve targeted ads to them based on this information. If you have ever wondered why an ad served to you while you were browsing the internet seemed so spookily appropriate, it is probably because an advertising network somewhere has been keeping an eye on you and your IP address as you have gone from one website to another.
A VPN changes all this by masking your IP address, location, and all the other personal information that you usually expose when you are browsing the net. They do this by routing all of your internet traffic through a server that they own. This server doesn’t have to be in the same city or country as you. In fact, many people specifically use VPNs in order to make it look as though they are located in another country.
When you are using a VPN, any website that you connect to will see the IP address, location, and all the other details of the server that you are using, rather than your own computer. This means that websites and ad networks will not be able to track you and your browsing history by using an IP address. In general, you will be assigned a different IP address every time that you connect to a VPN server, and if you really want to make sure that you cannot be tracked while you browse the web, it may well be worth selecting a different VPN server every time that you connect to the internet. Many of the big VPN companies have dozens of servers located in cities all over the world. If you select a different server each time you log on or simply make sure that you remember to change servers every day or so, it will be much more difficult for your activity to be tracked.