diff --git a/core/modules/views/lib/Drupal/views/Plugin/views/display/Data.php b/core/modules/views/lib/Drupal/views/Plugin/views/display/WSEndpoint.php
similarity index 85%
rename from core/modules/views/lib/Drupal/views/Plugin/views/display/Data.php
rename to core/modules/views/lib/Drupal/views/Plugin/views/display/WSEndpoint.php
index 5beda9b..bcf4775 100644
--- a/core/modules/views/lib/Drupal/views/Plugin/views/display/Data.php
+++ b/core/modules/views/lib/Drupal/views/Plugin/views/display/WSEndpoint.php
@@ -2,7 +2,7 @@
 
 /**
  * @file
- * Contains \Drupal\views\Plugin\views\display\Data.
+ * Contains \Drupal\views\Plugin\views\display\WSEndpoint.
  */
 
 namespace Drupal\views\Plugin\views\display;
@@ -13,20 +13,20 @@
 use Drupal\views\ViewExecutable;
 
 /**
- * The plugin that handles a Data response callbacks.
+ * The plugin that handles Data response callbacks for web service endpoints.
  *
  * @ingroup views_display_plugins
  *
  * @Plugin(
- *   id = "data",
+ *   id = "ws_endpoint",
  *   module = "views",
- *   title = @Translation("Data"),
- *   help = @Translation("Display views as data output formats"),
+ *   title = @Translation("Web service endpoint"),
+ *   help = @Translation("Create a web service endpoint for views data."),
  *   uses_hook_menu = TRUE,
- *   admin = @Translation("Data")
+ *   admin = @Translation("Web service endpoint")
  * )
  */
-class Data extends PathPluginBase {
+class WSEndpoint extends PathPluginBase {
 
   /**
    * Overrides \Drupal\views\Plugin\views\display\DisplayPluginBase::$usesAJAX.
@@ -85,7 +85,7 @@ public function initDisplay(ViewExecutable $view, array &$display, array &$optio
    * Overrides \Drupal\views\Plugin\views\display\DisplayPluginBase::getStyleType().
    */
   protected function getStyleType() {
-    return 'data';
+    return 'ws_endpoint';
   }
 
   /**
@@ -152,8 +152,8 @@ protected function defineOptions() {
     $options = parent::defineOptions();
 
     // Set the default style plugin to 'json'.
-    $options['style']['contains']['type']['default'] = 'serialize';
-    $options['row']['contains']['type']['default'] = 'data_entity';
+    $options['style']['contains']['type']['default'] = 'serializer';
+    $options['row']['contains']['type']['default'] = 'ws_endpoint_entity';
     $options['defaults']['default']['style'] = FALSE;
     $options['defaults']['default']['row'] = FALSE;
 
@@ -186,7 +186,8 @@ public function optionsSummary(&$categories, &$options) {
     $options['path']['category'] = 'path';
     $options['path']['title'] = t('Path');
 
-    // Remove css/exposed form settings, as they are not used for the data display.
+    // Remove css/exposed form settings, as they are not used for the data
+    // display.
     unset($options['exposed_form']);
     unset($options['exposed_block']);
     unset($options['css_class']);
@@ -216,4 +217,14 @@ public function render() {
     return $output;
   }
 
+  /**
+   * Overrides \Drupal\views\Plugin\views\display\DisplayPluginBase::preview().
+   *
+   * The DisplayPluginBase preview method assumes we will be returning a render
+   * array. The data plugin will already return the serialized string.
+   */
+  public function preview() {
+    return $this->view->render();
+  }
+
 }
diff --git a/core/modules/views/lib/Drupal/views/Plugin/views/row/DataEntityRow.php b/core/modules/views/lib/Drupal/views/Plugin/views/row/DataEntityRow.php
index dd520d5..1c9755b 100644
--- a/core/modules/views/lib/Drupal/views/Plugin/views/row/DataEntityRow.php
+++ b/core/modules/views/lib/Drupal/views/Plugin/views/row/DataEntityRow.php
@@ -17,11 +17,11 @@
  * @ingroup views_row_plugins
  *
  * @Plugin(
- *   id = "data_entity",
+ *   id = "ws_endpoint_entity",
  *   module = "views",
  *   title = @Translation("Entity"),
  *   help = @Translation("Use entities as row data."),
- *   type = "data"
+ *   type = "ws_endpoint"
  * )
  */
 class DataEntityRow extends RowPluginBase {
diff --git a/core/modules/views/lib/Drupal/views/Plugin/views/row/DataFieldRow.php b/core/modules/views/lib/Drupal/views/Plugin/views/row/DataFieldRow.php
index edc902a..3c98c27 100644
--- a/core/modules/views/lib/Drupal/views/Plugin/views/row/DataFieldRow.php
+++ b/core/modules/views/lib/Drupal/views/Plugin/views/row/DataFieldRow.php
@@ -18,11 +18,11 @@
  * @ingroup views_row_plugins
  *
  * @Plugin(
- *   id = "data_field",
+ *   id = "ws_endpoint_field",
  *   module = "views",
  *   title = @Translation("Fields"),
  *   help = @Translation("Use fields as row data."),
- *   type = "data"
+ *   type = "ws_endpoint"
  * )
  */
 class DataFieldRow extends RowPluginBase {
@@ -71,7 +71,7 @@ public function buildOptionsForm(&$form, &$form_state) {
     $form['aliases'] = array(
       '#type' => 'fieldset',
       '#title' => t('Field ID aliases'),
-      '#description' => t('Rename views default field ID\'s in the output data.'),
+      '#description' => t('Rename views default field IDs in the output data.'),
       '#tree' => TRUE,
     );
 
@@ -91,10 +91,11 @@ public function buildOptionsForm(&$form, &$form_state) {
    */
   public function validateOptionsForm(&$form, &$form_state) {
     $aliases = $form_state['values']['row_options']['aliases'];
-    if (array_unique($aliases) !== $aliases) {
+    // If array filter returns empty, no values have been entered. Unique keys
+    // should only be validated if we have some.
+    if (array_filter($aliases) && (array_unique($aliases) !== $aliases)) {
       form_set_error('aliases', t('All field aliases must be unique'));
     }
-
   }
 
   /**
@@ -104,7 +105,17 @@ public function render($row) {
     $output = array();
 
     foreach ($this->view->field as $id => $field) {
-      $output[$this->getFieldKeyAlias($id)] = $row->{$field->field_alias};
+      // If we don't have a field alias, Just try to get the rendered output
+      // from the field.
+      if ($field->field_alias == 'unknown') {
+        $value = $field->render($row);
+      }
+      // Get the value directly from the result row.
+      else {
+        $value = $row->{$field->field_alias};
+      }
+
+      $output[$this->getFieldKeyAlias($id)] = $value;
     }
 
     return $output;
@@ -123,6 +134,7 @@ public function getFieldKeyAlias($id) {
     if (isset($this->replacementAliases[$id])) {
       return $this->replacementAliases[$id];
     }
+
     return $id;
   }
 
diff --git a/core/modules/views/lib/Drupal/views/Plugin/views/style/Serialize.php b/core/modules/views/lib/Drupal/views/Plugin/views/style/Serializer.php
similarity index 92%
rename from core/modules/views/lib/Drupal/views/Plugin/views/style/Serialize.php
rename to core/modules/views/lib/Drupal/views/Plugin/views/style/Serializer.php
index d8d603b..23d9c73 100644
--- a/core/modules/views/lib/Drupal/views/Plugin/views/style/Serialize.php
+++ b/core/modules/views/lib/Drupal/views/Plugin/views/style/Serializer.php
@@ -2,7 +2,7 @@
 
 /**
  * @file
- * Contains \Drupal\views\Plugin\views\style\Serialize.
+ * Contains \Drupal\views\Plugin\views\style\Serializer.
  */
 
 namespace Drupal\views\Plugin\views\style;
@@ -18,14 +18,14 @@
  * @ingroup views_style_plugins
  *
  * @Plugin(
- *   id = "serialize",
+ *   id = "serializer",
  *   module = "views",
  *   title = @Translation("Serializer"),
  *   help = @Translation("Serializes views row data using the Serializer component."),
- *   type = "data"
+ *   type = "ws_endpoint"
  * )
  */
-class Serialize extends StylePluginBase {
+class Serializer extends StylePluginBase {
 
   /**
    * Overrides \Drupal\views\Plugin\views\style\StylePluginBase::$usesRowPlugin.
diff --git a/core/modules/views/lib/Drupal/views/Tests/Plugin/StyleSerializeTest.php b/core/modules/views/lib/Drupal/views/Tests/Plugin/StyleSerializeTest.php
index fadba33..c53bfcb 100644
--- a/core/modules/views/lib/Drupal/views/Tests/Plugin/StyleSerializeTest.php
+++ b/core/modules/views/lib/Drupal/views/Tests/Plugin/StyleSerializeTest.php
@@ -56,9 +56,9 @@ protected function setUp() {
   }
 
   /**
-   * Checks the behavior of serialize callback paths and row plugins.
+   * Checks the behavior of the Serializer callback paths and row plugins.
    */
-  public function testSerializeResponses() {
+  public function testSerializerResponses() {
     // Test the serialize callback.
     $view = views_get_view('test_serialize_display_field');
     $view->initDisplay();
@@ -75,13 +75,26 @@ public function testSerializeResponses() {
     foreach ($view->result as $row) {
       $expected_row = array();
       foreach ($view->field as $id => $field) {
-        $expected_row[$id] = $row->{$field->field_alias};
+        if ($field->field_alias == 'unknown') {
+          $expected_row[$id] = $field->render($row);
+        }
+        else {
+          $expected_row[$id] = $row->{$field->field_alias};
+        }
       }
       $expected[] = $expected_row;
     }
 
     $this->assertIdentical($actual_json, json_encode($expected), 'The expected JSON output was found.');
 
+
+    // Test that the rendered output and the preview output are the same.
+    $view->destroy();
+    $view->setDisplay('ws_endpoint_1');
+    // Mock the request content type by setting it on the display handler.
+    $view->display_handler->setContentType('json');
+    $this->assertIdentical($actual_json, $view->preview(), 'The expected JSON preview output was found.');
+
     // Test a 403 callback.
     $this->drupalGet('test/serialize/denied');
     $this->assertResponse(403);
@@ -123,16 +136,17 @@ public function testUIFieldAlias() {
     $this->drupalLogin($this->adminUser);
 
     // Test the UI settings for adding field ID aliases.
-    $this->drupalGet('admin/structure/views/view/test_serialize_display_field/edit/data_1');
-    $row_options = 'admin/structure/views/nojs/display/test_serialize_display_field/data_1/row_options';
+    $this->drupalGet('admin/structure/views/view/test_serialize_display_field/edit/ws_endpoint_1');
+    $row_options = 'admin/structure/views/nojs/display/test_serialize_display_field/ws_endpoint_1/row_options';
     $this->assertLinkByHref($row_options);
 
-    // Test an empty string for an alias, this should not be used.
+    // Test an empty string for an alias, this should not be used. This also
+    // tests that the form can be submitted with no aliases.
     $this->drupalPost($row_options, array('row_options[aliases][name]' => ''), t('Apply'));
     $this->drupalPost(NULL, array(), t('Save'));
 
     $view = views_get_view('test_serialize_display_field');
-    $view->setDisplay('data_1');
+    $view->setDisplay('ws_endpoint_1');
     $this->executeView($view);
 
     $expected = array();
@@ -140,7 +154,12 @@ public function testUIFieldAlias() {
       $expected_row = array();
       foreach ($view->field as $id => $field) {
         // Original field key is expected.
-        $expected_row[$id] = $row->{$field->field_alias};
+        if ($field->field_alias == 'unknown') {
+          $expected_row[$id] = $field->render($row);
+        }
+        else {
+          $expected_row[$id] = $row->{$field->field_alias};
+        }
       }
       $expected[] = $expected_row;
     }
@@ -148,21 +167,29 @@ public function testUIFieldAlias() {
     // Use an AJAX call, as this will return decoded JSON data.
     $this->assertIdentical($this->drupalGetAJAX('test/serialize/field'), $expected);
 
-    // Test a random alias for the name field, this should be replaced.
+    // Test a random aliases for fields, they should be replaced.
     $random_name = $this->randomName();
-    $this->drupalPost($row_options, array('row_options[aliases][name]' => $random_name), t('Apply'));
+    $random_string = $this->randomString();
+    $edit = array('row_options[aliases][name]' => $random_name, 'row_options[aliases][nothing]' => $random_string);
+    $this->drupalPost($row_options, $edit, t('Apply'));
     $this->drupalPost(NULL, array(), t('Save'));
 
     $view = views_get_view('test_serialize_display_field');
-    $view->setDisplay('data_1');
+    $view->setDisplay('ws_endpoint_1');
     $this->executeView($view);
 
     $expected = array();
     foreach ($view->result as $row) {
       $expected_row = array();
       foreach ($view->field as $id => $field) {
-        // Replacement alias is expected.
-        $expected_row[$random_name] = $row->{$field->field_alias};
+        // This will be the custom field.
+        if ($field->field_alias == 'unknown') {
+          $expected_row[$random_string] = $field->render($row);
+        }
+        // This will be the name field.
+        else {
+          $expected_row[$random_name] = $row->{$field->field_alias};
+        }
       }
       $expected[] = $expected_row;
     }
diff --git a/core/modules/views/tests/views_test_config/test_views/views.view.test_serialize_display_entity.yml b/core/modules/views/tests/views_test_config/test_views/views.view.test_serialize_display_entity.yml
index 7f08074..fe03987 100644
--- a/core/modules/views/tests/views_test_config/test_views/views.view.test_serialize_display_entity.yml
+++ b/core/modules/views/tests/views_test_config/test_views/views.view.test_serialize_display_entity.yml
@@ -23,9 +23,9 @@ display:
       exposed_form:
         type: basic
       style:
-        type: serialize
+        type: serializer
       row:
-        type: data_entity
+        type: ws_endpoint_entity
       sorts:
         id:
           id: standard
@@ -34,16 +34,16 @@ display:
           order: DESC
       title: 'Test serialize'
       arguments: {  }
-  data_1:
-    display_plugin: data
-    id: data_1
-    display_title: serialize
+  ws_endpoint_1:
+    display_plugin: ws_endpoint
+    id: ws_endpoint_1
+    display_title: serializer
     position: ''
     display_options:
       defaults:
         access: false
       path: test/serialize/entity
-base_field: nid
+base_field: id
 disabled: '0'
 module: views
 langcode: und
diff --git a/core/modules/views/tests/views_test_config/test_views/views.view.test_serialize_display_field.yml b/core/modules/views/tests/views_test_config/test_views/views.view.test_serialize_display_field.yml
index a3214e5..5cafeb4 100644
--- a/core/modules/views/tests/views_test_config/test_views/views.view.test_serialize_display_field.yml
+++ b/core/modules/views/tests/views_test_config/test_views/views.view.test_serialize_display_field.yml
@@ -2,7 +2,7 @@ base_table: views_test_data
 name: test_serialize_display_field
 description: ''
 tag: ''
-human_name: 'Test serialize display field rows'
+human_name: 'Test serializer display field rows'
 core: 8.x
 api_version: '3.0'
 display:
@@ -23,15 +23,27 @@ display:
       exposed_form:
         type: basic
       style:
-        type: serialize
+        type: serializer
       row:
-        type: data_field
+        type: ws_endpoint_field
       fields:
         name:
           id: name
           table: views_test_data
           field: name
           label: ''
+        nothing:
+          id: nothing
+          table: views
+          field: nothing
+          relationship: none
+          group_type: group
+          admin_label: ''
+          label: 'Custom text'
+          exclude: '0'
+          alter:
+            alter_text: '1'
+            text: TEST
       sorts:
         created:
           id: created
@@ -40,10 +52,10 @@ display:
           order: DESC
       title: 'Test serialize'
       arguments: {  }
-  data_1:
-    display_plugin: data
-    id: data_1
-    display_title: serialize
+  ws_endpoint_1:
+    display_plugin: ws_endpoint
+    id: ws_endpoint_1
+    display_title: serializer
     position: ''
     display_options:
       defaults:
@@ -54,12 +66,12 @@ display:
       access:
         type: none
       style:
-        type: serialize
+        type: serializer
       row:
-        type: data_field
-  data_2:
-    display_plugin: data
-    id: data_2
+        type: ws_endpoint_field
+  ws_endpoint_2:
+    display_plugin: ws_endpoint
+    id: ws_endpoint_2
     display_title: 'serialize - access denied'
     position: ''
     display_options:
@@ -73,9 +85,9 @@ display:
         options:
           perm: 'administer views'
       style:
-        type: serialize
+        type: serializer
       row:
-        type: data_field
+        type: ws_endpoint_field
 base_field: id
 disabled: '0'
 module: views