Sony is going to hold on to the Spider-man IP as long as they possibly can, rightfully so. But with the sharing arrangement that they have with Marvel Studios keeping the IP healthy overall should be the priority. I feel like basing their marketing around MCU connectivity and continuity without respecting it is going to hurt them in the long run.
What they really need is a continuity of their own. Lord and Miller did something Amazing with Into the Spider-verse that Sony didn't initially believe in. I think rather than continuing to build out this "Venom-verse" around periphrial characters and scrapped ideas from the TASM era, the smart thing to do is make Lord and Miller the Russo brothers of the franchise and build out the live action Spider-verse around Miles Morales.
Rather than shoving Andrew Garfield back into the lineup as your Spider-man, use the Madame Web character similarly to the way Doctor Strange is used explore multi-dimensions of Spider-man lore. Calling it The Web Of Life And Destinty as oppposed to just "Madame Web" makes it all about the lore, not a particular Spider-man or side character. The name gives it some scale.
Having her be a type of Oracle , nexus being rather than Spider-woman gives the audience her vantage point on everything Spider-man related throughout the mutli-verse, including the MCU's iteration. Going deeper into the lore offers you something that Marvel Studios doesn't have the time to give you.
Through her, you can explore what went on with Toby and Andrew, Spider-man 2099 and eventually connect the live action audience to Miles and make him your main Spider-man.
Once you have that set up...you don't gotta dikk ride Marvel or reach for 3rd string characters to base movies around just to keep the rights.
Continue collabing with Marvel on the headling Spider-man and use the Lore to provide what Marvel can't.