EXIF META DATA is a very powerful set of contextual data that is embedded within digital images, hidden in the back ground and only visible to you when you use tools of some sort. Most online users have no clue that this data is available to use at your discretion.
Every time you take a pic with your mobile, it adds a predetermined set of meta data to your image.
This meta data contains quite a few useful issues, that may vary quite widely depending on the make, model and settings on your mobile device. These include mostly simple stuff like the date and time pic was taken, the ISO settings, the F stop, your GPS location and other stuff.
So EXIF DATA is there and can be used by software for a number of different purposes. Guys in the photo graphic space use this suite often