We revisit the cubic interaction of IIB string theory in the maximally pp-wave background. In the supergravity limit, we show that detailed comparison with AdS supergravity determines the vertex completely. Extension of this supergravity vertex to the full string theory leads to a new cubic vertex that differs from all the previous proposals. We also give an alternative derivation of the holographic duality map in supergravity, first found by Dobashi and Yoneya (hep-th/0406225). We discuss how to generalize the duality map to full string theory by comparing some non-BPS amplitudes with the corresponding field theory correlators.