Metadata

Metadata is information about data. Metadata usually includes descriptions such as the name of the person who created the data, their social profile, and even their geolocation. Metadata can be used to gain demographic knowledge of a service's user base, and it can be used to direct advertisements towards users based on filters searching for metadata. This type of advertisement has become more common, especially with bigger services such as Google, Facebook, and Twitter.

References:
https://en.wikipedia.org/wiki/Metadata

https://techterms.com/definition/metadata