We consider approximation or recovery of functions based on a finite number of function evaluations. This is a well-studied problem in optimal recovery, machine learning, and numerical analysis in general, but many fundamental insights were obtained only recently. We discuss different aspects of the information-theoretic limit that appears because of the limited amount of data available, as well as algorithms and sampling strategies that come as close to it as possible. We also discuss (optimal) sampling in a broader sense, allowing other types of measurements that may be nonlinear, adaptive and random, and present several relations between the different settings in the spirit of information-based complexity. We hope that this article provides both, a basic introduction to the subject and a contemporary summary of the current state of research.