Different target transmit powers are determined for different wireless transmissions from a wireless device. The target transmit power of a wireless transmission may depend upon whether any transmitters other than the device to which the wireless transmission is to be sent are within range of the sending wireless device. The target transmit power of a wireless transmission may be based, at least in part, on a current location of a device to which one or more frames carried by the wireless transmission are addressed. The target transmit power of a wireless transmission may be based, at least in part, on confidentiality of data carried by the wireless transmission.