They are, but "lobbying" in the Lobbying Disclosure Act is pretty narrowly defined. A fly-by-night Facebook ad operation, or whatever it was that the shadow groups he was talking about were doing, doesn't constitute lobbying under the LDA. Also, if you give money to a nonprofit, and that nonprofit spends its money on lobbyists, it's the nonprofit's identity that's disclosed, not yours, and depending on the kind of nonprofit entity, it might not have to disclose who its funders are.