1. A computer program product for dynamically de-identifying sensitive data from a data source for a target application, the computer program product comprising a non-transitory computer readable storage medium having computer readable program code embodied therewith, the computer readable program code being configured to: receive data definitions generated by a discovery tool for data elements, wherein, the discovery tool identifies sensitive data elements within data from a data source, arid wherein the data definitions indicate the sensitive data elements and include a plurality of properties for the data elements including a type of sensitive data contained within the sensitive data elements determined by the discovery tool; determine an initial de-identification protocol for each of the sensitive data elements based on the properties of the data definitions of the sensitive data elements generated by the discovery tool and one or more predetermined rules, wherein the one or more predetermined rules specify a de-identification protocol for each sensitive data element based on the determined type of sensitive data contained in that sensitive data element; alter the determined initial de-identification protocol of a sensitive data element to a different user-selected de-identification protocol and at least one property indicated by the data definition for a sensitive data element via a user interface, wherein the at least one property includes the determined type of sensitive data; modify the predetermined rules in accordance with the user-selected de-identification protocol and the altered at least one property to process subsequent data elements from the data source according to the modified rules to be applied to the subsequent data elements; and apply the corresponding de-identification protocols to the sensitive data elements to de-identify the sensitive data elements for the target application.