In this talk, I will discuss recent results and ongoing progress in extending the holographic dictionary to non-conformal setups. I will begin by reviewing the case of maximally supersymmetric Yang-Mills (MSYM) theory in $d\neq 4$ dimensions and show how the full gravitational model can be analytically continued in dimension allowing us to access the BMN matrix quantum mechanics. In the second part of the talk, I will go beyond maximal supersymmetry and demonstrate how the techniques developed for MSYM can be systematically generalized. In particular, I will introduce the notion of scaling vacua and emphasize the role of scaling similarity in constructing non-conformal holographic duals.