Uber, Lyft Push the Boundaries of Future Political Campaigning

While spending more than $200 million on a California ballot measure campaign they call essential to their futures, gig-economy companies are relying on an ultra-low-cost system to help spread their message: their own vaults of customer data.

Californians with ride-hailing apps on their phones have gotten notifications to vote yes on a measure (Proposition 22) that seeks to permanently classify drivers for companies such as Uber Technologies Inc., Lyft Inc., and DoorDash Inc. as independent contractors rather than employees under state law. Polls have indicated the race will be tight, with many voters undecided.

It’s part ...