The tricky behind the display is multiplexing and the idea is the same as withe the 8x10 LED matrix: It is basically a way to split information in to little peaces and send it one by one.
this way you can save a lot of pins on the Arduino and keep your program quite simple.
Now this time we have 3 shift registers which multiply the number of outputs and save lots of arduino pins.
Each shift register has 8 outputs and you only need 3 arduino pins to control almost an limited numbers of shift registers.
We also use the 4017 decade counter to scan the rows, and you can scan up to 10 rows with it because you have only 10 outputs but to control it you need only 2 pins.
The 4017 is a very useful chip and it's a good idea to know how to work with it(http://www.doctronics.co.uk/4017.htm
Like I said the scanning is done with the 4017, by connecting one row at a time to ground and sending the right data via the shift registers to the columns.