LED matrix

I also have a bi-color 8x8 matrix that I am trying to get working with just one color for now. Lite-On LTP14188A-01.

it is "cathode column / anode row" (although the "A" in part number suggests it is common anode?). when i wire it as per tutorials with a MAX7219 every single LED is on no matter what. (i thought i had polarities reversed but if i switch, every single LED is off.) i see conflicting info in these posts about if LED anodes (pos) should be connected to SEG or DIG pins on 7219, and likewise about row/col.

i'm confused by the requirement for "common cathode" with the 7219, since in this matrix the anodes are common on the rows, and the cathodes are common on the columns. so which is it?

besides that general theory question, is it not possible to use this matrix with the 7219? can i do some circuit trick to make it common cathode? i happen to have a lot of them very inexpensively :-p...