212. What's Behind Your Location Targeting? Privacy, Risk, and Results with Charlie Simon

## 🎧 Summary: When you select location targeting in your DSP, do you know what data you're actually using? In this episode of the Programmatic Digest Podcast, Hélène Parker sits down with Charlie Simon, Global VP for Private Advertising at RTB House, to unpack the data behind location targeting and the questions media buyers should ask before using it. Charlie discusses how privacy rules are changing, why consumer consent may not answer every question, and why being near a store doesn't necessarily mean someone intends to buy. They also explore a fashion retailer example that challenges assumptions about location data and in-store results. What you'll learn - How broad geographic targeting differs from precise location data. - Where sensitive data can enter a campaign's setup. - Why traders, ad ops, and client service teams need clearer answers from data partners. - Why a store visit or nearby device is a weak signal of purchase intent. - How contextual signals and incrementality testing can help buyers evaluate performance. One question to bring to your next partner conversation "Do you handle sensitive categories of data or sensitive personal information?" Ask what data powers the targeting, where it comes from, and how your partner handles sensitive information. Resources mentioned RTB House, Network Advertising Initiative (NAI), Transparency and Consent Framework (TCF), GDPR, CCPA, and the Federal Trade Commission (FTC).   * * *   ## 🧠 About Us: I'm the person programmatic traders reach out to when they want to become more confident, efficient, and effective, from hands-on DSP activation to smarter optimization.  I'm also the person media and ad-tech partners call when they want to better understand those buyers, strengthen their positioning, build deeper partnerships, and grow revenue. **PROGRAMMATIC NINJAS, NEED BACKUP?** ☐ Need extra hands to manage campaigns? ☐ Spending too much time on campaign setup, checks or reporting? ☐ Curious about ChatGPT audiences intent? Want to reach them beyond the chat? ☐ Want a clearer picture of the ad inventory you're buying? Like for real? **SAID YES TO ANY? LET'S TALK!**  helene@heleneparker.com * * *   ## ⏱ Timestamps: - 00:00: Meet Charlie Simon and introduce the conversation. - 02:00: Charlie's background in privacy, identity, and advertising. - 05:00: What sits behind location targeting in a DSP? - 07:00: Consent, sensitive data, and changing privacy rules. - 10:00: US and European privacy perspectives. - 13:00: Questions to ask your location data partners. - 16:00: Precise geolocation and how data enters the ad stack. - 19:00: Geofencing, intent, and broader targeting options. - 22:00: A fashion retailer's location data and incrementality test. - 25:00: Charlie's closing advice: "Too much data is just too much data."   * * *   ## 👤 Meet Our Guest: ### Charlie Simon – Global Vice President – RTB House Charlie Simon is Global Vice President for Private Advertising at RTB House, where he leads strategic initiatives around privacy, identity, and regulatory affairs. His experience includes industry oversight at the NAI, helping develop Europe's Transparency and Consent Framework, supporting Google's CCPA preparations while at MediaMath, and working on privacy and data governance platforms at Nike. 📎 Connect on LinkedIn: https://www.linkedin.com/in/charless1 Company website: https://www.rtbhouse.com/     * * *   ## 💻 Meet The Team: ### Hélène Parker – Chief Programmatic Coach 🌐 www.heleneparker.com 🔗 LinkedIn: https://www.linkedin.com/in/helene-parker/ ### Manuela Cortes – Co-Host, Programmatic Digest en Español 🔗 LinkedIn: https://www.linkedin.com/in/manuela-cortes-/   * * *   ## 🎓 Learn Programmatic: For Individual Buyers: https://heleneparker.com/library Subscribe to the Newsletter: https://heleneparker.com/newsletter Be the first to find out about free programmatic training workshops: https://www.heleneparker.com/waitlist/   * * *   ## 📲 Follow Us: 🔗 LinkedIn: https://www.linkedin.com/company/programmatic-digest-podcast ▶️ YouTube: https://www.youtube.com/@programmaticdigest