French startup offering cookie-free adtech solution secures €2M funding

They say they would use semantic data, but the article doesn't specify the source of it.

Just wondering if I could use local storage instead of a cookie and send the contents to the server via XMLHTTP to secure such a funding...

Since all browsers support local storage by now, I see no disadvantages.

But if they can make ad-tech less invasive, all the power to that project, please.