Exif is a standard for storing additional information in an image file, usually a JPEG file. Placemark supports extracting Exif data from JPEG files that you drag & drop onto the map or import with the Open file… functionality, and showing their geolocation, if they have any, on the map.
For privacy reasons, many JPEG files don't contain geospatial Exif data even if the raw image does and the camera has GPS hardware.
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