Always a bridesmaid...

Microsoft and Google are rumored to be in a bid war over social news site digg, reports TechCrunch. This is not be the first time they have bumped heads over new media acquisition.

Last year Microsoft signed a three-year advertising deal with digg. The relationship will likely be terminated if someone besides Microsoft wins the bidding.

Because of that relationship, Microsoft's bid is said to be lower than Google's. Two others are rumored to be in the running as well. While unnamed, they are identified as "media" companies.

Reports that digg needs a buyer are almost as old as the site itself. Last year its asking price was estimated at $300 million, but bids appear to be in the $200 million to $225 million range.

Late last year Google added a "Like it?" function to search results that mimics digg's "Digg It!" feature. Facebook launched a "thumbs-up" capability on its network. And in February, Yahoo launched what it hopes will become a viable digg competitor.