1. A computer-implemented method of dynamically de-identifying sensitive data from a data source for a target application comprising: identifying sensitive data elements within data from the data source, via a discovery tool, and generating data definitions for data elements indicating the sensitive data elements, wherein the data definitions include a plurality of properties for the data elements; determining an initial de-identification protocol for each of the sensitive data elements based on the data definitions generated by the discovery tool and one or more rules associated with the sensitive data element; enabling a user to selectively alter the initial de-identification protocol for the sensitive data elements via an interface, wherein the rules are modified in accordance with the alteration to process subsequent data elements from the data source according to the alteration; and applying the corresponding de-identification protocols to the sensitive data elements to de-identify the sensitive data elements for the target application.