6.2.1 - Ridge penalty
Ridge (L2) regression controls the estimated coefficients by adding a penalty to the objective function:
minimize(SSE+λp∑j=1β2j)When λ = 0, there is no effect and the objective function is equal to the OLS regression.
However, as λ -> ∞, the penalty becomes large and forces the coefficients toward zero (but not all the way).

Figure 6.2: Ridge regression coefficients for 15 exemplar predictor variables as λ grows from 0→∞. As λ grows larger, our coefficient magnitudes are more constrained.
- Ridge regression does not perform feature selection and will retain all available features.