Websites using Google Analytics and various advertising networks can very well track and identify visitors based on a variety of different inputs with their browser (see browser fingerprinting). Therefore it’s best to use a VPN in conjunction with a secure browser configured for more privacy. See my guides: secure browser (an overview of different browsers) and also Firefox privacy, which deals with privacy configurations, tweaks, and add-ons.
Think about it this way: If your car pulls out of your driveway, someone can follow you and see where you are going, how long you are at your destination, and when you are coming back. They might even be able to peek inside your car and learn more about you. With a VPN service, you are essentially driving into a closed parking garage, switching to a different car, and driving out, so that no one who was originally following you knows where you went.
Another reason you might choose to use a VPN is if you have something to hide. This isn't just about folks doing things they shouldn't do. Sometimes people really need to hide information. Take, for example, the person who is worried he or she might be discriminated against by an employer because of a sexual preference or medical condition. Another example is a person who needs to go online but is concerned about revealing location information to a person in their life who might be a threat.
Corporate and Exit Locations: Depending on what you’re using a VPN for, your service’s location—and the exit locations you can choose—are important to consider. If you want to get around a location restriction and watch live TV in the UK, for example, you want to make sure your VPN service provider has servers in the UK. If you’re concerned about privacy or state-sponsored snooping, you may want to pick a service operated outside of your home country. Similarly, if the service is based on the US, they’re subject to US laws, and may be forced to turn over usage data to the authorities upon request. Many people make more of this than they should (we’ve seen overseas services turn over their data to friendly governments without any hesitation repeatedly), but it’s important to make sure a VPN has servers in multiple locations—or at least the location you’re interested in—when shopping.
If you’re on a heavily managed Internet connection, be it government censored or just college Wi-Fi, standard VPN connections may be blocked or throttled due to deep packet inspection, a way for providers to analyze what type of traffic is passing over a network even when they can’t see the actual contents. IVPN’s desktop apps include a checkbox for Obfsproxy, which disguises your traffic as more ho-hum data to get it past those types of blocks—like kids stacked in a trenchcoat to pass as an adult, but more convincing. Our budget pick, TorGuard, and competitor ExpressVPN use different methods to disguise traffic, but we couldn’t find documentation on equivalent features from our other top performers.
If you're of the iPhone persuasion, there are a few other caveats to consider for a mobile VPN. Some iPhone VPN apps don't use OpenVPN, even if the VPN service that made the app supports the protocol. That's because Apple requires additional vetting if a company wants to include OpenVPN with its app. VPN app developers have slowly started jumping through those extra hoops and are bringing support for protocols such as OpenVPN to iOS.
One way to resolve the issue of trust is to be your own VPN provider, but that’s not a feasible option for most people, and it still requires trust in any company providing the hardware that your VPN would run on, such as Amazon’s cloud services. Multiple projects can help you cheaply turn any old server into a VPN, including Algo, Streisand, and Outline. By encrypting all the traffic from your home or mobile device to a server you manage, you deprive your ISP and a potentially villainous VPN of all your juicy traffic logs. But most people lack the skills, patience, or energy—or some combination of the three—to do this. If you don’t manage servers or work in IT, it may be harder to manage perfect operation and performance better than trustworthy professionals. Lastly, though you remove one threat from the equation by cutting out a VPN service provider, you also lose the extra layer of privacy that comes from your traffic mixing in with that of hundreds or thousands of other customers.
When you browse the web while connected to a VPN, your computer contacts the website through the encrypted VPN connection. The VPN forwards the request for you and forwards the response from the website back through the secure connection. If you’re using a USA-based VPN to access Netflix, Netflix will see your connection as coming from within the USA.
Price-wise, Norton WiFi Privacy is pretty generous, too. A one-year subscription (for one device only), costs just £19.99 for the first year, and a 5-connection account costs £29.99 per year. However, the price jumps up after the first year, to £39.99 for 1 device and £59.99 for 5 devices. That’s still better than some, mind, but you may want to disable auto renewal, just in case.
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To be fair, not all pay VPN services are legitimate, either. It's important to be careful who you choose. Over on ZDNet's sister site, CNET, I've put together an always up-to-date directory of quality VPN providers. To be fair, some are better than others (and that's reflected in their ratings). But all are legitimate companies that provide quality service.