1. A computer-implemented method of de-identifying data from a data source for a target application, the method 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 at least one property for the data elements; specifying a runtime rule set comprising at least one runtime rule, the runtime rule including a runtime de-identification protocol, wherein the runtime rule set is specified via an interface; mapping the runtime rule set to the data definitions generated by the discovery tool for each of the sensitive data elements; and consuming the generated data definitions and applying the runtime de-identification protocol mapped to the sensitive data element data definition to de-identify the sensitive data element for the target application.