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From Wiki.zanox.com

By using the ConnectID you can execute requests on behalf of the user.

NOTE: The ConnectID is now used as identifier of the partnership between you and the user of your application and
replaces the ApplicationID of previous Web Services versions.

Examples:

• Retrieve products via contextual product search and use the ConnectID provided to you by the loader to retrieve the tracking links of the user of your widget.
• Retrieve a specific admedia on behalf of a publisher and use the ConnectID you by the loader to retrieve the tracking links of the user of your widget.