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We actually tried to move closer to that model this year. Coordinating separate teams for each part of our SSP programmatic advertising setup was getting painful, especially when something broke at the junction between services. That’s why we started looking at vendors who can cover the whole loop: design, build, test, deploy and maintain. One of the options we explored was https://geomotiv.com/industries/adtech/ssp/, because they position themselves around end-to-end work on SSP platforms rather than handling just one fragment. It doesn’t mean you stop thinking about the product, but it’s a lot easier to push changes when one team understands both the business logic and the technical constraints.