  We set up precision holography for the non-conformal branes preserving 16
supersymmetries. The near-horizon limit of all such p-brane solutions with p
\leq 4, including the case of fundamental string solutions, is conformal to
AdS_{p+2} x S^{8-p} with a linear dilaton. We develop holographic
renormalization for all these cases. In particular, we obtain the most general
asymptotic solutions with appropriate Dirichlet boundary conditions, find the
corresponding counterterms and compute the holographic 1-point functions, all
in complete generality and at the full non-linear level. The result for the
stress energy tensor properly defines the notion of mass for backgrounds with
such asymptotics. The analysis is done both in the original formulation of the
method and also using a radial Hamiltonian analysis. The latter formulation
exhibits most clearly the existence of an underlying generalized conformal
structure. In the cases of Dp-branes, the corresponding dual boundary theory,
the maximally supersymmetric Yang-Mills theory SYM_{p+1}, indeed exhibits the
generalized conformal structure found at strong coupling. We compute the
holographic 2-point functions of the stress energy tensor and gluon operator
and show they satisfy the expected Ward identities and the constraints of
generalized conformal structure. The holographic results are also manifestly
compatible with the M-theory uplift, with the asymptotic solutions,
counterterms, one and two point functions etc of the IIA F1 and D4
appropriately descending from those of M2 and M5 branes, respectively. We
present a few applications including the computation of condensates in Witten's
model of holographic YM_4 theory.
