1. A server device comprising: a memory device to store instructions for a content manager; a processing device operatively coupled to the memory device, the processing device to execute the content manager to: receive first automatic content recognition (ACR) event information, formatted with a first ACR technology, from a first client device; determine first viewing data associated with the first ACR event information, the first viewing data indicating a viewing behavior of a first viewer; receive second ACR event information, formatted with a second ACR technology, from a second client device, wherein the first ACR event information and the second ACR event information have different data formats; determine second viewing data associated with the second ACR event information, the second viewing data indicating a viewing behavior of a second viewer, wherein the first viewing data or the second viewing data comprises: channel information indicating what media content the first client device or the second client device has displayed, duration information indicating a period of time the first client device or the second client device displayed the media content, and user command information specifying a command received from the first client device or the second client device; aggregate the first viewing data and the second viewing data into a single data model to obtain aggregated viewing data of the viewing behavior of the first viewer and the second viewer; determine that a data field of a plurality of data fields in the first viewing data is incomplete; derive new data for a data field in the first viewing data that is missing data using other data fields of the first viewing data; reformat the plurality of data fields of the first viewing data, including the new data, into the single data model; and create a viewing data report as a compilation of the aggregated viewing data.