New information. aggregated across users, will include demographics - age and sex - along with search and buying history and "in-market segments" (what they seem to be ready to buy right now).
Of course, as usual, Google isn't motivated by altruism in adding this new information tool - the ultimate objective is to enable publishers to serve up more and better Google ads, thus making more money for both publishers and Google. And, not incidentally, to defend Google's ad-spend share against Facebook and Apple apps.
Initial testing will begin shortly, and Google hopes to roll the Insight Engine out widely sometime in 2018.