Gauge/gravity duality is more than AdS/CFT. In this talk I will discuss how the holographic dictionary generalises to non-conformal settings, focusing on maximally supersymmetric Yang-Mills theories in diverse dimensions and their Dp-brane supergravity duals. Scaling covariance replaces conformal invariance as the unifying principle on both sides of the duality. On the gravity side, I will show how to systematically organise effective actions and Witten diagram rules for arbitrary correlators of scalar and spin-1 Kaluza-Klein modes. On the field theory side, scale covariance fixes the kinematic structure of 2- and 3-point functions at strong coupling, with the latter admitting closed-form expressions in terms of Appell functions. I will illustrate these results with explicit examples, focussing on 3d MSYM.
