What an IP address gives away
Your internet provider gives your connection a public IP. Websites use it to tell your country, and often your city and provider too.
If that IP stays the same, ad companies can more easily link visits on different sites back to one person.
With SoVPN connected
While you are connected, sites see the SoVPN server's IP instead of yours. Move to a server in another country and the country they see moves too.
Connect, then refresh this page to confirm the IP changed.