On the MAX, the digits are cathodes, they sink current (-), the segments are anodes, they source current (+). (conventional current flow) Datasheet:
DIG 0-DIG 7 Sink Current..............................................500mA
SEG A-G, DP Source Current........................................100mA
Your matrix has cathode columns and anode rows:
cathode columns - e.g. pins 24 (col 1 control) are cathodes (-)
anode rows - e.g/ pin 22 (row 1 control) is an anode (+)
Two of your connections:
Dig 0 (cathode) to Pin 24 (cathode).
Seg DP (anode) to Pin 22 (anode).
Those connections are right. It doesn't look backwards or anything like that. I'd make sure the ATMega is sending out data and then verify the data is good, though that would require a logic analyzer. But first recheck every connection and check every pin with a logic analyzer.