'Holographic' relations between theories have become a main theme in quantum gravity research. These relations entail that a theory without gravity is equivalent to a gravitational theory with an extra spatial dimension. The idea of holography was first proposed in 1993 by Gerard 't Hooft on the basis of his studies of evaporating black holes. Soon afterwards the holographic 'AdS/CFT' duality was introduced, which since has been heavily studied in the string theory community and beyond. Recently, Erik Verlinde has proposed that even Newton's law of gravitation can be related holographically to the thermodynamics of information on screens. We discuss inter-theoretical relations in these scenarios: what is the status of the holographic relation in them and in what sense is gravity, or spacetime, emergent?