As a result of the emergence of the internet, semantic web and social media, netizens have been able to create digital footprints on scholarly, commercial or non-scholarly platforms. However, it remains a mystery as to what happens to the data created by ordinary users of digital platforms, whether they create text, visuals, sounds or multimedia files. Despite the privatization and commoditization of digital spaces by informational capitalism, austerity policies across the globe have led to deterioration and diminishing of physical public spaces and infrastructure for providing services. This article seeks to explore the concept of data capitalism amidst rising surveillance capitalism and suggests ways through which libraries can protect the interests of their users against data capitalism.