In Denodo, you can apply Data Masking at row and column level. This can be utilized to hide the row or column and also to mask the column data for specific users or conditions. It can be configured using *‘Assign Privileges’* option available on the *User Management* and *Role Management* windows.
Refer to the following links to get more details:
[User and Access Right in Virtual DataPort](https://community.denodo.com/docs/html/browse/7.0/vdp/administration/databases_users_and_access_rights_in_virtual_dataport/user_and_access_right_in_virtual_dataport/user_and_access_right_in_virtual_dataport) and [Modifying and Deleting User](https://community.denodo.com/docs/html/browse/7.0/vdp/administration/databases_users_and_access_rights_in_virtual_dataport/administration_of_databases_users_roles_and_their_access_rights/modifying_and_deleting_users) sections of Virtual DataPort Administration Guide.
[Custom Data Masking](https://community.denodo.com/answers/question/details?questionId=90670000000XdAGAA0&title=Data+Masking) related Q&A.
Hope this helps.