(6) Rapid technological advances and globalization have brought new challenges to the protection of personal data. The scale of personal data collection and exchange has increased significantly. Thanks to technology, both private companies and public authorities are able to use personal data in their operations on an unprecedented scale. Individuals are increasingly sharing personal information publicly and globally. Technology has transformed the economy and social life and should continue to facilitate the free flow of personal data within the Union and its transfer to third countries and international organizations, while at the same time ensuring a high degree of protection for personal data.