There have been several attempts in the past to build a 3D standard for web. Most, if not all, have failed. The main reason that they have failed is that they have required extensive 3D party plug-ins or additional software that bloats web browsers, opens additional security flaws, or is simply incompatible with a given platform.

There have been some advances made recently with the progression of WebGL, introducing a more accepted standard is widely used among all web browsers. Even with this technological improvement, there is still a lack of practical application for this standard to be widely used in everyday marketing. While I have seen some unique uses of 3D in product marketing (the Lacroix can designer comes to mind - http://mylacroix.com/), mainstream use of this type of marketing has still failed to gain widespread acceptance.

I feel that web based 3D will not really catch on until there is a significant number of connected AR/VR devices that can fully utilize the unique attributes of 3D. When there are users that can justify the cost from a marketing standpoint to fully integrate 3D design, then we will being to see a true evolution of 3D web-based technology.