In this big-data era, the database business is hot. Companies have been willing to try out new technologies to store and analyze large data sets. Such conditions have helped companies as small as RethinkDB and as large as MongoDB pull in funding in the past year.

Companies that seek high performance but don’t want to learn a whole new query language to use a newfangled database could turn to MemSQL, among others. The company targets real-time analytics. That could mean, for example, identifying the right ads to display to consumers based on the things they click on.

The technology appears to be hitting its stride, as MemSQL today announced $35 million in new funding, with Accel Partners and Khosla Ventures signing on beside previous investors Data Collective and First Round Capital.