This paper discusses the potentials of using web standards for automation control in manufacturing systems. It provides background on technology trends in manufacturing automation over recent decades. It then describes the authors' approach called eScop, which uses service-orientation, knowledge representation, and web standards. The eScop approach includes device, representation, orchestration, and visualization layers. It presents a use case and discusses how these layers integrate. It also demonstrates a web-based factory simulator called FASTory. The paper concludes that web standards can improve compatibility with future technologies by providing an open ecosystem and simplicity through a web orientation.