Fivetran has introduced universal column masking for all its connectors, including SaaS applications, services, files, events and functions. This feature helps protect sensitive data by making it inaccessible to users querying it in the destination. It works through two methods: column blocking, which fully blocks a column from entering a destination, and column hashing, which anonymizes data before it enters a destination. By employing column masking for sensitive data, businesses can meet data privacy compliance requirements such as GDPR, PCI and HIPAA, improve their security hygiene and ultimately protect their brand reputation.