The big question mark is the latency. The lookups are/should be really fast - as I guess that these guys either have lots of memory, and a random SSD read should be 1/10th of a millisecond.
The article is an ad for database software, but I'd be interested to know in how they keep the latencies low enough when querying third party data. The article mentions that the data is colo'd, but I find it hard to believe that all 150 DSPs are colo'd.
