More and more digital cameras today don’t just take pictures but also capture what is called metadata — often referred to as data about data — that can include everything from when the picture was taken to what kind of camera was used to where the it was taken. This metadata, often stored in a format called EXIF, can be used by different programs to understand different aspects of the image — and also by intelligence analysts to understand different aspects of the user who took it, and the people who are in it. Like who they are, what they are doing, and where and when they did it.

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Source: http://www.wired.com/dangerroom/2011/07/spies-find-you-through-pics/all/1
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