Nobody in the MCU has a secret identity so spiderman wearing a mask at all times wouldn't fly and would also be the focus of what I feel marvel is trying to do with spiderman in the MCU which would be civil war. It goes perfect with everything that's building up right now considering what I think will happen due to the events of A2:AoU and the rumors of caps new team at the end which is the falling out of Steve and Tony. The superhuman registration act becomes active and tony tries to recruit spiderman on his side and persuade him to tell the world who he is (IRON SPIDER! Woooh!!!!) until he realizes how F'd up Tony is and switches sides to the secret avengers ran by cap. It also goes with what Avi Arad mentioned that spiderman will crossover when and if the story is about him and you know he's got his hands all over this. The plot is right in front of Marvel and Sony all they have to do is tie up loose ends for audiences which is no more than the obligatory "where was spiderman when the avengers were battling?" Which can easily be explained by spiderman being out of commission because of Gwen Stacy's death. He returns to being a superhero because of Gwen's speech and seeing his idols tony stark and captain America being heroic. They could even film a scene of him taking pics of the battle in New York or against Ultron for the bugle (JK Simmons cameo please!) and contemplating whether to help or not. Fits in perfectly!
Or if Sony were less stubborn earlier they could've allowed Marvel to come in and make Peter's parents shield agents
Which is still a possibility but shouldn't be added because audiences may get confused (which I wouldn't understand why) but it's right there for them. MAKE CIVIL WAR HAPPEN MARVEL! BUILD THANOS PROPERLY, DONT RUSH HIM.