Abstract : The Web of Things (WoT) extends the Internet of Things considering that each physical object can be accessed and controlled using Web-based languages and protocols. In this paper, we summarize ongoing work promoting the concept of avatar as a new virtual abstraction to extend physical objects on the Web. An avatar is an extensible and distributed runtime environment endowed with an autonomous behaviour. Avatars rely on Web languages, protocols and reason about semantic annotations to dynamically drive connected objects, exploit their capabilities and expose user-understandable functionalities as Web services. Avatars are also able to collaborate together in order to achieve complex tasks.