The EU antitrust enforcer on Friday walloped US tech giant Google with a €2.95 billion fine for self-preferencing its ad exchange tool "AdX", while dominating the market with its publisher ad server and its ad buying tools. "Google must now come forward with a serious remedy to address its conflicts of interest, and if it fails to do so, we will not hesitate to impose strong remedies," EU Competition Commissioner Teresa Ribera said in a statement, adding: "Digital markets exist to serve people and must be grounded in trust and fairness."