The NIL rankings at On3 are an estimated NIL Value.
They use machine-learning algorithms to estimate a lot of information on their site.
I edited my post with the below:
About
On3 NIL ValuationThe On3 NIL Valuation is the industry's leading index that sets high school and college athletes' projected annual value (PAV).
A proprietary algorithm, the On3 NIL Valuation calculates an athlete's NIL value using dynamic data points targeting three primary categories:
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Performance+
Influence+
ExposureWhile the algorithm includes deal data, it does not act as a tracker of the value of
NIL deals athletes have completed to date, nor does it set an athlete's NIL valuation for their entire career. The On3 NIL Valuation calculates the optimized NIL opportunity for athletes relative to the overall NIL market and projects out to as long as 12 months into the future.
The On3 NIL Valuation is publicly available. Performance, Influence, and Exposure ratings are available only to the athlete in the "Athlete Verified" private dashboard (Dec 2022).
PERFORMANCEPerformance on the field and/or the court is the foundation for NIL value and the essential variable in the On3 NIL Valuation algorithm. College athletes are weighted higher than high school athletes, receive a higher Performance rating, and typically generate more NIL revenue opportunities.
INFLUENCESocial media is an essential part of an athlete's identity and brand. A base Influence score is generated from the number of followers and engagement an athlete has on Instagram, Twitter, and TikTok. Each platform is weighted differently based on the number of marketing dollars brands spend on these social platforms. Some athletes have disproportionately large and engaged social followers, creating national advertising and influencer opportunities to drive valuations.
EXPOSUREExposure is the most challenging variable for an athlete to control. In calculating exposure, the algorithm first considers the Performance rating. An athlete's impact on the field/court drives media exposure and publicity. Exposure rating includes deal data, market size of their school's Collective, media exposure, and position played. Generally, college athletes have a much higher exposure rating than high school athletes.
MORE RESOURCES
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NIL Deal Tracker+
NIL Rankings+
NIL 100+
Collectives Database+
NIL High School Rules+
NIL College RulesPer Post Value
On3's NIL platform guides what athletes should charge per post. Per Post Value is determined by several key factors and is heavily influenced by the athlete's overall On3 NIL Valuation. Per Post Value was developed to apply a baseline for a single social marketing post for each respective social media platform.
On3 NIL 100
From the creators of the
On3 Consensus, 247 Composite,
The Recruiting Prediction Machine, and the Crystal Ball, the
On3 NIL 100 is the first of its kind and the defacto NIL ranking of the top 100 high school and college athletes ranked by market valuation.
https://www.on3.com/nil/news/about-on3-nil-valuation-per-post-value/ 
